4/30/2013
PUNAM ANAND KELLER
(http://www.tuck.dartmouth.edu)
Tuck School of Business
100 Tuck Hall
Hanover, NH 03755-9011
603-646-1336
10 Morgan Road
Etna, NH 03750
603-643-9811
EDUCATION
Institution
Degree
Date
Field
Elphinstone College,
Bombay University, India
BA
1977
Economics &
Statistics
Bajaj Institute of Management
Bombay University, India
MBA
1979
Marketing
Northwestern University
Ph.D.
1984
Marketing
ACADEMIC POSITIONS
September 1983 - August 1987
Assistant Professor, New York
University
September 1987 - June 1995
Assistant/Associate Professor,
Columbia University
July 1993 - June 1995
Visiting Associate Professor, Stanford University
July 1995 - April 1997
Associate Professor, University of North Carolina
May 1997 - June 1998
Visiting Associate Professor, Duke
University, Adjunct Faculty, Duke Medical Center
July 1998 – May 2004
Professor, Tuck School, Dartmouth
College, Adjunct Faculty, DartmouthHitchcock Medical Center
June 2002 – present
Member, Cancer Control Research Program, Norris
Cotton Cancer Center, Lebanon, NH.
June 2002 – present
Charles Henry Jones Third Century Professor of
Management
TEACHING EXPERIENCE
MBA Program: Marketing Management, Marketing Strategy, Consumer Behavior, and Social
Marketing.
Ph.D. Program: Seminar in Consumer Behavior.
Executive Program: Marketing Management, Marketing Strategy, Social Marketing, and Services
Marketing.
RESEARCH INTERESTS
Application of social marketing principles and behavioral theory to consumer and employee
wellness programs.
PUBLICATIONS
Batra, R., P. Anand Keller, and V. J. Strecher (eds.), (2011), “Leveraging Consumer Psychology
for Effective Health Communications: The Obesity Challenge,” Armonk, N.Y.: M.E.Sharpe.
Keller, P. Anand, B. Harlam, G. Loewenstein, and K. Volpp (2011), “Enhanced Active Choice: A
New Method to Motivate Behavior Change,” Journal of Consumer Psychology, 21, 4, 376-383.
Scammon, D., P. Anand Keller, et al. (2011), “Transforming Consumer Health,” Journal of Public
Policy and Marketing, 30, 1, 14-22.
Keller, P. Anand, and Annamaria Lusardi (2010), “Employee Retirement Savings: What We Know
and What We are Discovering for Helping People to Prepare for Life After Work,” book chapter in
“Transformative Consumer Research for Personal and Collective Well Being: Reviews and
Frontiers” David Mick, Simone Pettigrew, Connie Pechmann, and Julie Ozanne (eds.), Taylor and
Francis Group.
Jing et al. (2010), “A Review of Financial Behavior Research: Implications for Financial
Education, NEFE (National Foundation for Financial Education) Series.
Lee, A. Y., P. Anand Keller, and B. Sternthal (2009), “Value from Regulatory Construal Fit: The
Persuasive Impact of Fit between Consumer Goals and Message Concreteness.” Journal of
Consumer Research, 36 (5), February, 735-748.
Keller, Punam A. and Donald R. Lehmann (2009), “Effectiveness of Corporate Well-Being
Programs: A Meta-Analysis,” Journal of Macromarketing, 29(3), September, 279-302.
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Keller, Anand P. and D. R. Lehmann (2008), “Designing Effective Health Communications: A
Meta Analysis of Experimental Results,” Journal of Public Policy and Marketing, 27 (2), 117-130.
Ratner, R., et al. (2008), “How Behavioral Decision Research can Enhance Consumer Welfare:
From Freedom of Choice to Paternalistic Intervention,” Marketing Letters, 19 (3-4), December,
383-397.
Lusardi, A., P. Anand Keller, and A. Keller (2008), “New Ways to Make People Save: A Social
Marketing Approach,” Chapter, Overcoming the Saving Slump: How to Increase the Effectiveness
of Financial Education and Saving Programs, University of Chicago Press.
Keller, Anand, P. (2006), “Regulatory Focus and Efficacy of Health Messages,” Journal of
Consumer Research, 33 (June), 109-114.
Keller, Anand, P., Lipkus, I, M., and B. K. Rimer (2003), “Affect, Framing and Persuasion,”
Journal of Marketing Research, 40 (1), (February), 54-64.
Keller, Anand P. and D. W. Rook (2003), Advances in Consumer Research, Volume XXX,
Association for Consumer Research.
Keller, Anand, P., Lipkus, I, M., and B. K. Rimer (2002), “Depressive Realism and Health Risk
Accuracy: The Negative Consequences of Positive Mood,” Journal of Consumer Research, 29
(June), 57-69.
Lipkus, I., M., Biradavolu, M., Fenn, K., Keller, P. A., and B. K. Rimer (2001), “Informing
Women about their Breast Cancer Risks: Truth and Consequences,” Health Communication, 13
(2), 205-226.
Keller Anand, P. and L.G. Block (1999), “The Effect of Affect-Based Dissonance versus
Cognition-Based Dissonance on Motivated Reasoning and Health-Related Persuasion,” Journal of
Experimental Psychology: Applied, vol. 5, 3, 1-12.
Keller, Anand, P. (1999), “Converting the Unconverted: The Effect of Inclination and Opportunity
to Discount Health-Related Fear Appeals,” Journal of Applied Psychology, vol. 84, 3, 403-415.
Block, L. G. and P. Anand Keller (1998),”Beyond Protection Motivation: An Integrative Theory of
Health Appeals,” Journal of Applied Social Psychology, 28 (17), 1584-1608.
Keller Anand, P. and L. G. Block (1997), “Vividness Effects: A Resource Matching Perspective,”
Journal of Consumer Research, 24 (December), 295-304.
Block, L.G. and P. Anand Keller (1997), “Effects of Self-Efficacy and Vividness on the
Persuasiveness of Health Communications,” Journal of Consumer Psychology, 6(1), 31-54.
Keller Anand, P. and L. G. Block (1996), "Increasing the Persuasiveness of Fear Appeals: The
Effect of Arousal and Elaboration," Journal of Consumer Research, 22 (March), 448-59.
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Block, L. G. and P. Anand Keller (1995), "When to Accentuate the Negative: The Effects of
Perceived Efficacy and Message Framing on Intentions to Perform a Health-Related Behavior,"
Journal of Marketing Research, 32 (May), 192-203.
Keller Anand, P. and A. McGill (1994), "Differences in the Relative Influence of Product
Attributes Under Alternative Processing Conditions: Attribute Importance Versus Attribute Ease
of Imageability," Journal of Consumer Psychology, 3(1), 29-49.
Anand, P. and B. Sternthal (1992), "The Effects of Program Involvement and Ease of Message
Counterarguing on Advertising Persuasiveness," Journal of Consumer Psychology, 1 (3), 225-38.
Holbrook, M. B. and P. Anand (1992), "The Effects of Situation, Sequence, and Features on
Perceptual and Affective Responses to Product Designs: The Case of Aesthetic Consumption,"
Empirical Studies of the Arts, 10:1, 19-31.
Anand, P. and B. Sternthal (1991), "Perceptual Fluency and Affect without Recognition," Memory
and Cognition, 19 (3), 293-300.
Holbrook, M. B. and P. Anand (1990), "Effects of Tempo and Situational Arousal on the Listener's
Perceptual and Affective Responses to Music," Psychology and Music, 18, 150-62.
Anand, P. and B. Sternthal (1990), "Ease of Message Processing as a Moderator of Repetition
Effects in Advertising," Journal of Marketing Research, 27 (August), 345-53.
McGill, A. and P. Anand (1990), "The Effect of Imagery on Information Processing strategy in a
Multiattribute Choice Task," Marketing Letters, 1, 7-16.
Anand, P. and M. B. Holbrook (1990), "Reinterpretation of Mere Exposure or Exposure of Mere
Reinterpretation," Journal of Consumer Research, 17 (September), 242-44.
McGill, A. and P. Anand (1989), "The Effect of Vivid Attributes on the Evaluation of
Alternatives: The Role of Differential Attention and Cognitive Elaboration," Journal of Consumer
Research, 16 (September), 188-96.
Anand, P. and M. B. Holbrook (1989), "The Convergent Validity of Dichotic Listening and
Hemispheric Priming as Methods for Studying Lateralized Differences in Affective Responses,"
Marketing Letters, 3, 199-208.
Anand, P. and B. Sternthal (1988), "Strategies for Designing Persuasive Messages: Deductions
from the Resources Matching Hypothesis," in Patricia Cafferata and Alice Tybout (eds.),
Cognitive and Affective Responses to Advertising, Lexington, Mass. 135-60.
Anand, P., M. B. Holbrook, and D. Stephens (1988), "The Formation of Affective Judgments: The
Cognitive-Affective Model Versus the Independence Hypothesis," Journal of Consumer Research,
15 (November), 386-91.
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Anand, P. (1987), "Inducing Franchisees to Relinquish Control: An Attribution Analysis," Journal
of Marketing Research, 24 (May), 215-21.
Anand, P. and L. W. Stern (1985), "A Socio-Psychological Explanation for Why Marketing
Channel Members Relinquish Control," Journal of Marketing Research, 22 (November), 365-77.
WORKING PAPERS
Shah, A. J. Bettman, P. A. Keller, P. Anand, and P. Ubel (2013), “Can Behavioral Economics
Reduce Demand for Unhealthy Products?” Submitted to the Policy Forum Section of Science.
Keller, P. A. et al. (2013), “ENABLE: Efficient, Novel, Active, Behavioral Levers,” ed. David
Stewart, Handbook of Persuasion and Social Marketing.
Cole, Galen, E., P. A. Keller et al. (2012), “A Message Development Tool for Health
Communication: An Audience-Centered Design,” invited revision Social Marketing Quarterly.
Keller, Anand, P. and Annamaria Lusardi, “Message Design to Change Behavior,” Working Paper.
Lee, Pamela, C. Gaffney, A. L. Olson, and P. A. Keller, “It’s the Genes. There is Not Much We
Can do About That: Mothers’ Perceptions of Factors that Influence Childhood Overweight,”
Working Paper.
Keller, Anand P., and A. L. Olson, “Sadness and Preferences for Risky Options: Gender
Differences,” Working Paper.
Keller, Anand, P. “Using Need for Control to Change Preventative Health Behaviors,”
Working Paper.
Keller, Anand P., and A. L. Olson, “Negative Emotions and Coping Health Appraisal,” Working
Paper.
Keller, Anand P. and L. G. Block, “How Source of Arousal Affects Memory for Health
Communications,” Working Paper.
CONFERENCE PRESENTATIONS AND PUBLICATIONS
Anand, P. and B. Sternthal (1984), "The Persuasive Impact of Music in Advertising," presented at
the Association for Consumer Research Conference, Elizabeth C. Hirschman and Morris B.
Holbrook (Chairpersons).
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Anand, P. and B. Sternthal (1985), "The Effect of Resource Availability on Learning," presented at
the Advertising and Consumer Psychology Conference, Pat Cafferata and Alice Tybout
(Chairpersons).
Anand, P., M. Holbrook, and D. Stephens (1986), "Lateral Asymmetry in the Formation of
Preference Judgments," presented at the Association for Consumer Research Conference, Paul
Anderson and Melanie Wallendorf (Chairpersons).
Anand, P. and M. B. Holbrook (1986), "Chasing the Wundt Curve: An Adventure in Consumer
Esthetics," in Richard Lutz (ed.), Advances in Consumer Research, 13, 655-57.
Anand, P. and A. McGill (1987), "The Effect of Imagery on Information Processing Strategy in a
Multiattribute Choice Task," Presented at the Association for Consumer Research Conference,
Michael Houston (Chairperson).
McGill, A. and P. Anand (1988), "Processing by Attribute Versus Brand: The Mediating Role of
Imagery," in Michael Houston (ed.), Advances in Consumer Research, 15, 184.
Anand, P. (1989), "The Role of Hemispheric Lateralization on Affective Responses," WhartonColumbia Colloquium.
Anand, P. (1989), "The Convergent Validity of Dichotic Listening and Hemispheric Priming as
Methods for Studying Lateralized Differences in Affective Responses," Rutgers University.
Anand, P. and R. Batra (1990), "The Role of Repetition and Mood in the Processing of Preference
Judgments," presented at the Association for Consumer Research conference, Michael Solomon
and Rebecca Holman (Chairpersons).
Anand, P. (1990), "The Role of Prior Knowledge and Vividness on the Evaluation of
Alternatives," INSEAD, France.
Anand, P. and L. Goldberg (1991), "The Role of Imagery and Other Referencing on the
Persuasiveness of Fear Appeals in Advertising," Yale/NYU/Columbia Colloquium.
Anand, P. (1992), "The Differing Effects of Imagery and Self-Referencing on the Persuasiveness
of Fear and Non Fear Appeals," USC, UCLA, University of Arizona.
Anand, P. (1992), "Differing Effects of Self-Referencing and Imagery on the Persuasiveness of
Low and High Fear Appeals," Stanford University, MIT.
Anand, P. and L. Goldberg (1992), "The Role of Arousal and Elaboration on the Persuasiveness of
Fear Appeals," presented at the Association for Consumer Research Conference, Leigh McAlister
and Michael Rothschild (Chairpersons).
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Goldberg, L. and P. Anand Keller (1994), "When to Accentuate the Negative in Fear Appeals,"
presented at the Association for Consumer Research Conference, Deborah Roedder John and Chris
T. Allen (Chairpersons).
Drolet, A., P. Anand Keller and A. McGill (1995), "The Effect of the Service Provider's Opinion
of the Customer on the Customer’s Evaluation of the Service," presented at the Association for
Consumer Research Conference, Kim P. Corfman and John G. Lynch (Chairpersons).
Anand, P. (1996), “Vividness Effects: A Resource Allocation Perspective,” Fuqua School of
Business, Duke University, Stern School of Business, New York University, Anderson School of
Management, UCLA.
Keller, Anand, P. (1997), “Logic and Imagination: Almost World’s Apart,” American Marketing
Association, Chicago.
Keller, Anand, P. (1997), “Converting the Unconverted: The Effect of Inclination and Opportunity
to Discount the Message on Persuasion,” Duke Medical Center, Tuck School of Business.
Keller, Anand, P. (1998), “Converting the Unconverted: The Effect of Inclination and Opportunity
to Discount Health-Related Fear Appeals,” Harvard Business School, University of Michigan, Ann
Arbor.
Keller, Anand, P. (1999), “Depressive Realism and Health-Risk Accuracy,” Dartmouth College,
Department of Psychology, Fuqua School of Business-Duke University, Duke Medical Center,
Wharton School of Finance, and University of Chicago.
Keller, Anand, P. (1999), “The Role of Emotions on Motivation to Protect Oneself,” Kellogg
School of Management, Northwestern University, Dartmouth-Hitchcock Medical Center.
Keller, Anand, P. (1999), “Affective States, Framing Preferences and Perceived Risk,” presented
at the Association for Consumer Research Conference, Steve Hoch and Robert Meyer
(Chairpersons).
Keller, Anand, P., Lipkus, I, M., and B. K. Rimer (2000), “Mood, Framing and Health-Related
Persuasion,” presented at the Association for Consumer Research Conference, Joan Meyers-Levy
and Mary Gilly (Chairpersons).
Keller, Anand, P., Olson, A. L., and D. Shields (2000), “Emotional Antecedents of Protection
Motivation in Adolescents,” presented at the Association for Consumer Research Conference, Joan
Meyers-Levy and Mary Gilly (Chairpersons).
Keller, Anand, P., Lipkus, I, M., and B. K. Rimer (2001), “Depressive Realism and Health Risk
Accuracy: The Negative Consequences of Positive Mood,” presented at Cornell and University of
Houston, and the Association for Consumer Research Conference, Susan M. Broniarczyk and Kent
Nakamoto (Chairpersons).
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Keller, Anand, P., Lee, A. Y., and B. Sternthal (2002), “Stability versus Change: The Effects of
Regulatory Focus Compatibility on Behavior Change,” presented at University of Colorado,
Boulder.
Keller, Anand P. and I. Lipkus (2003), “Risk Information: Truth and Consequences,” presented at
the Association for Consumer Research Conference, Barbara Kahn and Mary Frances Luce
(Chairpersons).
Keller, Anand P. and A. L. Olson (2003), “Negative Emotions and Coping Appraisal,” presented at
the Association for Consumer Research Conference, Barbara Kahn and Mary Frances Luce
(Chairpersons).
Keller, Anand P., and A. L. Olson (2004), “Negative Emotions and Coping Appraisal,” presented
at the University of Massachusetts, Amherst, University of Washington, St. Louis, and at the
University of Wisconsin, Madison.
Keller, Anand P. (2004), “Regulatory Focus and Efficacy,” presented at Tulane University and at
the University of Chicago.
Keller, Anand P. (2005), “Health Communications: A Meta-Analysis,” presented at USC.
Keller, Anand P. (2007), Keynote Speaker, “Advisor for Risk Communication,” Conference on
Improving the Effectiveness of Financial Education and Saving Programs, Dartmouth College.
Keller, Anand P. (2006), “The Path to Strong Intentions is not Paved with Positive Attitudes,”
presented at University of Florida, Gainsville, Social Psychology and Sociology group at
Dartmouth College.
Keller, Anand P. (2006), “Changing Health Behavior: Message Frames Revisited,” presented at
NYU, Georgetown, Risk Workshop, USC.
Keller, Anand P. (2007), “Emotions and Risk: Gender Differences,” presented at the University of
Manitoba, Canada.
Keller, Anand P. (2007), “Transformative Marketing: Helping Consumers and Employees Help
Themselves,” Marketing Science Institute, Cambridge, MA.
Keller, Anand P. (2007), Keynote Speaker, “New Ways to Make People Save: A Social Marketing
Approach,” NBER Conference on Improving the Effectiveness of Financial Education and Saving
Programs, Cambridge, MA.
Keller, Anand P. (2008), “Affect and Risk: Gender Differences,” presented at University of Texas,
SA.
Keller, Anand P. (2008), “Role of Opportunity and Planning Costs on Inter Temporal
Discounting,” presented at University of Miami, Arizona State University, Duke University, Yale
University.
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Keller, Anand P. (2008), “Marketing Consumer Research,” Harvard University, University of
Arizona.
Keller, Anand P. (2008), “Leveraging Consumer Psychology for Effective Communications,”
Advertising and Consumer Psychology Conference: Ross School of Business, University of
Michigan, Co-Chair.
Keller, Anand P. (2009), Keynote Speaker, “Designing Effective Health Communications,”
National Conference for Health Marketing, Center for Disease Control, Atlanta, GA.
Keller, Anand P. (2010), “Hug ‘em, Nudge ‘em, Sludge ‘em,” National Conference for Health
Marketing, Center for Disease Control, Atlanta, GA.
Keller, Anand P. (2010), “The Importance of Marketing for Financial Literacy,” Financial Literacy
Research Consortium, Washington, DC.
Keller, Anand P. (2011), “Customizing Consumer Choice in Financial Services,” Filene’s
Research Institute, Washington, DC.
Keller, Anand P. (2011), “Cultivating Well-Being: The Necessary Role of Business Leaders,
Researchers, and Educators,” McIntire School of Business, Virginia.
RESEARCH SUPPORT
Grant: National Cancer Institute (# 5 PO1 CA72099-01)
Improving Cancer Risk Communication
Major Goal: To enhance informed decision-making and mammography for women by correcting
misperceptions about breast cancer risk and the risks and benefits of mammography.
Grant: National Cancer Institute (# 530464)
Increasing Sun Screen Adolescent Behavior
Major Goal: To educate adolescents about solar protection and influence sun protection behaviors
among parents, coaches and adolescents.
Grant: National Endowment for Financial Education (# 20137)
Tailoring Retirement Savings Communication
Major Goal: To provide an implementation plan to enhance retirement savings among employees.
Grant: Social Security Administration (#19-F-10002-9-01)
Marketing Financial Literacy
Major Goal: To create and market audience-friendly financial literacy products.
INSTITUTION SERVICE
Area Chair, 2002 to present
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Tuck Executive Committee, 1998, 1999, 2000, 2002
Tuck Research Committee, 2000
Tuck Admission Committee, 2004
Tuck Executive Education Committee, 1999, 2000, 2006
Dartmouth Capital Fund Raising Committee, 2000
Dartmouth Provost Search Committee, 2001
Dartmouth, Director of Business Development, ISTS, 2002-2003
Dartmouth, Vice President of Equity and Diversity Search Committee, 2007-2008
PROFESSIONAL ACTIVITIES
Area Editor, Journal of Consumer Research, 1999 to 2003.
Review Board, Journal of Consumer Research, 1994 to present.
Review Board, Journal of Marketing Research, 1999 to present.
Review Board, Journal of Consumer Psychology, 2002 to present.
Review Board, Journal of Public Policy and Marketing, 2008 to present.
Review Board, Marketing Letters, 1990 to 2003.
Ad Hoc Reviewer, Journal of Marketing.
Ad Hoc Reviewer, Marketing Science.
Ad Hoc Reviewer, Journal of Experimental Psychology: Applied.
Ad Hoc Reviewer, Psychology and Health.
Ad Hoc Reviewer, American Psychologist.
Reviewer, American Marketing Association Conference, 1984 to 1992, 1997.
Reviewer, Association for Consumer Research Conference, 1983 to present.
Reviewer, AMA Doctoral Dissertation Competition, 1988, 1990, 1996, 1997.
Reviewer, MSI Doctoral Dissertation Competition, 1995 - 1998, 2001, 2003, 2005, 2007.
Reviewer ACR/Sheth Dissertation Award 2006 - 2008
Doctoral Consortium Faculty 1986, 1990, 1996, 2004, 2005, 2006, 2008.
Program Committee, Association for Consumer Research Conference, 1991, 1994, 1997, 2007.
Member ACR/TCR Advisory Committee, 2005 – 2010.
Co-Chairperson, Association for Consumer Research Conference, 2002.
C-Chairperson, Transformative Consumer Research Conference, 2007.
President-Elect, Association for Consumer Research, January 2007.
Member, Board of Academic Trustees, Marketing Science Institute, 2006 – present.
President, Association for Consumer Research, 2008.
Health Communication Advisor, Center for Disease Control, 2009 to present.
Co-Chairperson, Advertising and Consumer Psychology Conference, 2009.
Co-Chairperson, Advisory Board Member, CDC Annual Health Marketing Conference, 2010.
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